Google buys Eyefluence in next step toward VR advertising

October 27, 2016

Google looks to track not only what users look at but also how long users view data using eye-interaction technology recently acquired from startup Eyefluence. Founded in 2013, Eyefluence managed to raise $21.6 million in venture capital, which they used to patent “a completely new language for eye-interaction.” Eyefluence’s technology enables users to ditch the handheld controllers and simply look at a menu item or selection to navigate through an immersive experience in virtual or augmented reality. Google also views the AR/VR technology as a catalyst for their upcoming virtual reality advertising experiences.